As we work to bring even more value to our audience, we’ve made important changes for those who receive Ad Age with our compliments. As of November 15, 2016 we will no longer be offering full digital access to AdAge.com. However, we will continue to send you our industry-leading print issues focused on providing you with what you need to know to succeed.

If you’d like to continue your unlimited access to AdAge.com, we invite you to become a paid subscriber. Get the news, insights and tools that help you stay on top of what’s next.

McDonald's: Pick N' Play

Published on June 02, 2011.

DDB Stockholm brings Pong-like fun into its latest interactive outdoor effort for McDonald's, Pick N' Play. Passersby are invited to use their mobile phones as controllers for a digital paddle game on a Stockholm billboard, no app download required. Players choose their treats and if they last for more than 30 seconds, they score a coupon earning them free fast food at a nearby golden arches.,

The effort continues DDB's other innovative outdoor tactics like this one, which challenged pedestrians to take a picture of McDonald's food to get it for free.